The Rise of Outcome-Based Buying Models in Performance Marketing
Performance marketing has always promised accountability. But for much of its history, that accountability stopped at the point of delivery.
Clicks were counted. Leads were measured. Calls were logged. And as long as volume flowed, performance was assumed.
Today, that …
How “High Intent” Is Being Redefined in Insurance Lead Gen
For years, “high intent” has been treated as a fixed concept in insurance lead generation. A lead either had it or it didn’t, and it was usually defined as a form fill.
That made sense when the consumer journey was …
Will Microtargeting Change in the Age of LLMs?
For more than a decade, microtargeting has been one of marketing’s most prized capabilities. The promise was simple: the more precisely we could define an audience, the more relevant our message – and the better our results – would be.…
The 7 Performance Marketing Trends That Will Define 2026
Performance marketing doesn’t change overnight, but when the same themes start showing up in conversations, data, and conference hallways, it’s usually a sign something bigger is coming.
After attending the first two industry conferences of the year, our team compared …
Is the Open Internet Dying?
The internet was once a wild, open frontier where anyone with a voice, a story, or an idea could publish, be found, and connect. But increasingly, that world feels like it’s closing in.
We recently polled our LinkedIn audience, and …
Why Pay-Per-Call Buyers Need Partners Who Focus on Backend Conversions, Not Just Volume
In the pay-per-call space, success is often measured by call volume and duration. These metrics are easy to track, but they don’t always tell the full story. A campaign can generate thousands of calls that meet duration requirements yet fail …
Fraud Calls and Pay-Per-Call in 2025: Where Do We Go From Here?
Spam and fraud calls are on the rise. According to YouMail, spam call volume to consumers is up roughly 20% year-over-year in 2025. Most of us have felt this firsthand: the unknown caller IDs, the “Hi, is this the …
Will Call Tracking Evolve with AI?
Call tracking has quietly powered the performance marketing industry for years. Long before machine learning, attribution dashboards, or conversational analytics, it solved a simple but critical question: which marketing effort made the phone ring?
Now, as artificial intelligence begins transforming …
How AI Is Changing User Engagement When It Comes to Paid Media
It’s no secret that AI is reshaping how people find, evaluate, and interact with brands.
Paid media used to be about finding the right placement for the right audience at the right time, but the way users engage with ads …
Do AI Agents Actually Improve Conversions in Insurance? Exploring the Debate
AI agents are gaining traction in the insurance industry. From pre-qualifying leads to handling customer inquiries, the promise is that AI can help insurers and agents operate more efficiently—but do AI agents actually improve conversions?
The answer isn’t simple. In …